Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g. African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.
The natural hair movement among African-American women is the fastest growing segment in ethnic haircare. Dark and Lovely (makers of the first relaxer kit for home use) was associated with the exact opposite of the natural hair movement. We had to assure women of our authenticity persuading her that we were reentering into this new territory because we care about her needs, not because were following the trend. We proudly celebrated the power of the natural hair and the fact that women with unstoppable curls never shrink from who they are.
Brand: Dark and Lovely Au Naturale
Agency: Publicis Kaplan Thaler
Sabemos que te va a encantar (We know you're going to love it).
After almost six years without dedicated marketing efforts and ensuing declines in consumption, we set out to reconnect KRAFT Macaroni & Cheese with less acculturated Hispanics. The objective of this campaign was to reach Hispanics through in-language communications and prove the effectiveness of dedicated efforts in four local test markets. We surpassed expectations in our Hispanic-designated test stores with a 4% same-store sales lift, higher weekly per-store sales (+$28.31 for Blue Box SKU and +$51.67 for Total KRAFT Macaroni & Cheese), along with a 39% ROI above Hispanic TV Industry average (29%) and in-line with KRAFT Hispanic TV ROI benchmarks (41%).
Brand: KRAFT Macaroni & Cheese
To re-establish Latinas' emotional bond to Tide, the brand had to reduce their ignorance towards Tide's line of products and increase the value of these in their mind. Latinas needed to feel that Tide made each product exclusively for them and what they value most. The Mi Tide campaign broke with the norm of crafting insights known to resonate amongst the majority of the Hispanic segment and chose to engage with Latinas through their individuality and authenticity. Through this effort, the brand's market share grew and brand equity scores soared.
Client: Procter & Gamble
Agency: Conill Advertising